A problem brands can have is investing too heavily in digital marketing on banners, etc – and nothing left to spend on brand content. The goal is for brands to put more money into producing quality brand content that advertises itself through word-of-mouth and less into media, or better use in media. You don’t have to put a lot of money into media advertising for a viral type advertisement that’s funny or useful because it advertises itself. You don’t have to bring people to your campaign; people go there themselves.

Jean-Baptiste Daudet, Data Consultant for Ogilvy